For this campaign, I wanted to move away from the idea of travel as a “chore” and instead reposition Amtrak as the ultimate vessel for adventure and discovery for the 25-35-year-old post-grad demographic. By trading the typical vacation preference of “Euro summer” for a “Great American Adventure,” this campaign invites a new generation to unplug and celebrate the majestic, epic beauty of the country from the ground up. The nostalgic, scrapbook-inspired visual identity is designed to feel warm and personal rather than corporate, proving that the most vivid stories aren’t found at 30,000 feet, but right here on the scenic route.
Strategically, this project focuses on shifting consumer perceptions of aging infrastructure by elevating the customer experience through high-lifestyle co-branding. Important concepts and KPIs applied throughout the campaign include:
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- Strategic Positioning: Repositioning Amtrak as a premium, modern alternative to air and car travel, specifically towards a young adult traveller
- Co-Brand Strategy: Partnering with brands like Poppi, Baggu, and UGG to provide lifestyle signals that resonate with young urban professionals
- Total Addressable Market (TAM): Leveraging all-time high ridership in FY25 to continue increasing the TAM and achieve operational profitability by FY28.
- Media Integration: Utilizing high-impact OOH placements in major metro hubs like NYC and D.C. alongside influencer FAM trips to generate authentic, shareable “Scenic Route” content.
Download and view the full campaign plan here:
(Images generated with the help of Google Gemini)